How PSTA partnered with Lyft to launch innovative transit programs
INDUSTRY | TRANSIT AGENCY
Challenge
PSTA, a transit agency based in Florida’s Pinellas County, wanted to tap into Lyft’s ridesharing network to provide seniors and people with disabilities with more flexible options for getting around, and expand access for low-income workers during off-hours.
Solution
The Lyft platform integrated seamlessly into PSTA’s existing systems, enhancing the mobility options Pinellas County riders needed most.
Impact
- Reduced per-trip costs by 40%
- Increased coverage from 2 Direct Connect locations to 26
- Reliable and well-loved ADA paratransit service alternative
- Saved paratransit riders and overnight shift workers hours of time
PSTA partnered with Lyft to provide on-demand mobility services, reduce operating costs, and expand access for all riders.
For the last 40 years, Pinellas Suncoast Transit Authority (PSTA)’s mission has been to safely connect people to places. And while their mission statement may be simple, their groundbreaking work in the most densely populated county in Florida is anything but.
PSTA was the first transit agency in the country to develop and execute a partnership with transportation network companies (TNCs) to provide subsidized rides. While some agencies had already set up programs for ride discounts with TNCs, PSTA’s formal partnership resulted in a pilot program in 2016 that changed the way public transit serves riders.
Their unprecedented work and industry-leading vision to be the people’s first choice for transportation and a driving force for social, environmental, and economic vitality has not gone unnoticed. In 2023 PSTA was named an Outstanding Public Transportation System by the American Public Transportation Association.
The challenge
PSTA’s initial partnership program, Direct Connect, offered subsidized first/last mile rides to anyone and everyone traveling to or from specified bus stops in Pinellas County. But the pilot program was limited to only two zones, and PSTA quickly realized they wanted to include the entire county.
With the Direct Connect pilot underway, PSTA saw a new opportunity to help riders who needed rides to or from work outside of normal bus service hours. They created TD Late Shift to offer subsidized rides to individuals who fell under a certain income level and commuted to jobs between 10 PM – 6 AM. The program provided an invaluable service to the community and increased the need for reliable and efficient off-peak rides.
PSTA then looked to offer TNC services to their paratransit riders. They wanted to expand mobility services to those who cannot use a regular bus or travel independently to or from PSTA bus stops because of a disability. With their Mobility on Demand (MOD) program, riders were no longer limited to using traditional paratransit rides that needed to be scheduled the day before. However, funding the on-demand rides that offered such freedom and flexibility soon became a challenge.
All three programs were well-received and proved successful. But as one of the most underfunded transit agencies of their size in the country, they needed help standing up and scaling their services.
“It’s not about where people go or why they go. It’s about how they’re able to go. These are people who are used to not having their own transportation. They now have the freedom, independence, and flexibility to plan their day as they go. They can participate in activities that make a meaningful difference in their quality of life, things that are very difficult without having the service that Lyft helps provide.”
— Ross Silvers
PSTA ADA and Community Relations Officer
The opportunity
In February 2019, PSTA partnered with Lyft to launch their innovative MOD program for paratransit riders. By tapping into Lyft’s ubiquitous ridesharing network, the partnership allows PSTA to offer riders an on-demand option that complements their traditional ADA paratransit service. Since then, nearly a million MOD trips have been delivered through the Lyft platform — and hundreds more every day. This partnership provides paratransit riders with easier access to jobs, education, healthcare, and social and recreational opportunities.
“This has changed the most lives out of all of our programs,” said Bonnie Epstein, Director of Mobility at PSTA. “Riders have told us they can’t live without this program. They can’t fathom a life without it. We heard from a rider who said she moved to Pinellas because she knew that [MOD] existed. The trips that people are capable of taking now without planning and having more control is amazing.”
Because MOD is built around Lyft’s expansive rideshare network, PSTA has been able to more cost-effectively serve demand for rides, especially during peak periods. In fall 2021, for example, PSTA reported a roughly 40% reduction in per-trip costs through the MOD partnership.
The success and popularity of MOD led PSTA to expand their partnership with Lyft. In 2020, Lyft became a part of PSTA’s TD Late Shift, filling a gap for overnight rides for second and third shift workers. In 2021, Lyft joined PSTA’s first/last mile program (Direct Connect) and helped grow coverage from only a couple of zones to 26 locations in Pinellas County.
“We really appreciate Lyft’s willingness to be flexible and scale up or down, or start new programs quickly,” added Epstein. “We have that base contract we can always add a contract amendment [to]. I know Lyft is always wanting to be a part of our services if we’re interested. And so we work through it pretty quickly. And that’s been awesome.”
The solution
Direct Connect and TD Late Shift riders can request rides directly in the Lyft app. Riders use Lyft Pass, giving them an option that’s convenient, reliable, and easy to use. Plus, PSTA can monitor spending and keep an eye on rides occurring during the early morning or late evening and in areas of the county that are less populated. With the Lyft platform, PSTA can ensure they’re meeting program goals.
“With TD Late Shift, we’re getting people to and from work for jobs that they really need to have,” said Epstein. “They wouldn’t be able to get there another way. It’s not just that they can get the job now, but they also have a reliable ride to or from home and work.”
For the MOD program, it was important that Lyft’s technology platform integrate seamlessly with PSTA’s existing systems. PSTA found the onboarding and integration process seamless. MOD is their largest program — with over 10,000+ rides completed every month — and Lyft Concierge was a perfect fit.
“We were able to book rides directly in Lyft Concierge for our customers,” said Silvers. “Our staff found it much easier to book the rides than with the software we had paid a bunch of money to do the same kind of thing. Really, really popular with our staff. And it became really, really popular with our riders.”
Riders loved that they could get a ride quickly, see accurate information about the ETA and driver, and spend less time waiting on the phone to request a ride. PSTA employees loved that they could integrate third-party apps while meeting the needs of older and disabled riders.
And as PSTA upgraded their technology, the Lyft platform evolved with them — ensuring a seamless transition.
“Lyft was open to our API integration with Spare, and it works really well,” added Epstein. “The MOD population is a little bit different. A lot of the riders like to call and not use an app. So once they’re eligible and have been added to Spare, we give them the choice to take a pre-scheduled door-to-door service with assistance, or an on-demand ride that’s curb-to-curb with a provider like Lyft.”
PSTA’s rider-facing app, white labeled PSTA Access, is connected to Lyft as well. When riders call in, or when they use the rider-facing app, they can see all of PSTA’s transportation options.
“If they choose Lyft, they get the same text message [they would with the Lyft app] and it’s pretty seamless and easy to use,” added Epstein. “They get a lot of information and can watch their driver coming, and we know that customers really appreciate that. We are seeing a growing number of riders choose Lyft.”
Jahleik Stacey, Mobility Services Coordinator at PSTA, continued: “It’s all preference based and Lyft remains the most popular choice, whether they’re booking through the app or they call in to request a ride. What I hear from customers is that they believe Lyft is quicker, the drivers are nicer, and that they just get treated better and have an overall better experience using Lyft.”
TOP BENEFITS INCLUDE
Decreased costs
In fall 2021, PSTA reported a roughly 40% reduction in per-trip costs through the MOD partnership.
“The TD Late Shift program has a set grant budget. We’re always budget conscious, so we really like to see that per-trip cost being lower.” —Bonnie Epstein
Countywide coverage
PSTA’s Direct Connect program started with just a couple of eligible locations. Lyft was able to help grow the number of first/last mile pick-up locations exponentially.
“Our programs can touch anyone traveling within the county. Riders are able to take trips like they haven’t been able to before because we’re able to leverage the existing capacity of the whole Lyft network here in Pinellas County.” —Bonnie Epstein
Customer focused
As MOD riders have become more familiar with rideshare, they’ve come to love the service Lyft provides. PSTA tracks daily rides, listens to rider feedback, and works to provide transportation that works for their community. What they’ve found is that paratransit riders prefer Lyft.
“We’re so proud of the fact that we’re the only transit agency we know of in the country where two-thirds of our ADA paratransit rides every day are taken on-demand with services like Lyft instead of through the traditional ADA paratransit service. That’s because of that partnership that we started with Lyft in 2016.” —Ross Silvers
Time saved
Previously, PSTA paratransit rides were required to pre-schedule by 5 PM the day before and had a 30-minute pickup window. Late shift workers had to rely on friends and family, or else forgo job opportunities that didn’t align with transit operating hours for their commute. Adding Lyft to the MOD and TD Late Shift programs has enabled last-minute trips, saved hours of time, and expanded access to jobs.
“Instead of waiting 2 hours for someone to give you a ride home, if you get a [Lyft] ride home that’s 2 hours you can spend with your children. Put them to bed or get some sleep yourself. It’s such a great service that we provide.” —Bonnie Epstein
Looking ahead
PSTA’s partnership with Lyft has shown the importance of listening to customers and continuing to innovate when it comes to public transit services. They’re advocates for their riders and push Lyft to continue to better serve riders of all populations. When it comes to rideshare, they’re interested in trying any new improvements or features in the Lyft platform.
“We’re always wanting to be innovative and try new services here at PSTA,” concluded Epstein. “It’s great to have a partner that can help us scale up.”
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